Women across myriad demographic groups seek out others’ insight, expertise, and recommendations before spending money. Nearly nine in 10 women (88%) say they enjoy having as much information as possible when it comes to shopping, according to Fleishman-Hillard, Ipsos Mendelsohn, and Hearst magazines. Almost eight in 10 (79%) feel it’s a “great comfort” to receive product recommendations.
Women seek input on potential purchases from a variety of sources. More than one in four women (28%) say social networks have made it easier to decide what to purchase, and 27% use these sites to share purchase experiences that have made them feel empowered. Women prefer to use the Internet for product reviews and research and rely on in-person communication to discuss more detailed information and convey their opinions.
Three in four (76%) women have acted on friends’ and family members’ product recommendations, and 68% say they’re likely to try the products recommended by friends and family members.
Women also share their shopping experiences with others; half (50%) say they regularly influence friends and family to purchase particular products. And 54% feel it is their responsibility to help friends and family make smart purchase decisions.
Women prefer to discuss positive experiences, and tend to keep silent about negative ones. One in three (33%) have recommended a product or service in the past six months, compared to 19% who advised someone not to purchase a product during the same time frame. Likewise, 16% have “liked” a product or service on a social network site during this time, compared to 11% who have written about a negative product experience on a social network.
When asked what makes them prefer one brand over another, women consistently cite “good” and “quality,” with price coming in third. The study finds that women generally prefer “substance over sizzle” and will select “a solid good choice over a more expensive great one.” For marketers, this means women want product information delivered in a straightforward manner.
Marketers should also keep in mind that women often describe the purchase decision-making process as shared, even when they’re the ones with final say-so. Women’s expectations about brands are becoming the standard norm, according to the study.
Sources: Fleishman-Hillard, Nancy Bauer, Deputy General Manager, Senior Partner, 229 Peachtree St., NE, Intl. Tower, #11600, Atlanta, GA 30303; 404-739-0109; nancy.bauer@fleishman.com; www.fleishmanhillard.com.
Hearst magazines, Marlene Greenfield, VP/Executive Direction Research, 300 W. 57th St., New York, NY 10019; 212-649-4401; mgreenfield@hearst.com; www.hearst.com.
Ipsos Mendelsohn, Stephen Kraus, Chief Research, Insights Officer, 49 Stevenson St., 15th Fl., San Francisco, CA 94105; 415-293-9711; steve.kraus@ipsos.com; www.ipsos-na.com.
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